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Authoritative
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We are confident, well researched & accurate |
Be sure of yourself in copy, cite reputable sources |
Don’t be condescending |
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Formal
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We act in accordance with convention or etiquette |
Be polite and respectful Observe accepted traditions |
Don’t be quirky Don’t be too familiar |
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Familiar
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We know the needs of our customers and we are knowledgeable in supporting them |
Be friendly Know your customer personas and segments Be well-informed of your customer’s needs |
Don’t be aloof or standoffish Don’t be out-of-date |
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Serious
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We mean what we say and are careful and concerned |
Use straight forward messaging |
Don’t be. funny |
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Steady & stable
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We are reliable and provide you with what you need to make your job easier |
Be honest and direct Stick to your word |
Don’t over promise Don’t over-sell capabilities |
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Conservative
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We hold traditional views and value |
Be moderate and cautious |
Don’t be too bold |
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Mature
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We are knowledgeable, well developed well balanced |
Be considerate Show your experience and completeness |
Don’t be weak out of date Don’t be prudish Don’t try to act young and funky |
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Masculine
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We are powerful, robust and gentlemanly |
Be on trend for the segment Be powerful and focussed on solutions |
Don’t be passive Don’t be too macho or aggressive |
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Disengaged
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We provide our customers the tools and protocols to act independently with self service |
Provide excellent tools for self-service and reassuring self-help protocols with clear communications |
Don’t over promise |
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Unassuming
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We are polite, modest, knowledgeable and trustworthy |
Be confident, open and considerate Be a trusted choice for quality Be respectful |
Don’t assume Don’t be too slick or sleazy Don’t brag about your own importance |
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bold
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We are ourselves and challenge the status quo |
Stand out by using unexpected examples Express yourself |
Don’t be timid Don’t use too much slang Don’t lose sight of the audience and key message |
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Funny
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We are not afraid to make you laugh |
Use humour – tactfully |
Don’t be too goofy Don’t be gloomy |
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dynamic
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We are straight forward, clear, energetic, compelling and mighty |
Be vitalized Be dashing Be knowledgeable and compelling |
Don’t be wishy-washy Don’t be plain, passive or powerless Don’t be understated or ambiguous |
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Passionate
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We are passionate about making it work |
Use strong verbs Be champions for (industry) |
Don’t be wishy-washy, get to the point Don’t use passive voice as it sounds weaker |
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Youthful
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We are fresh, lively and enthusiastic |
Be vibrant and innovative Show you are up-to-date with what is happening |
Don’t be childish Don’t be old fashioned and stale |
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Feminine
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We are well bred and provide lovely products for our feminine audience |
Be on trend for the segment Be attractive with some gentleness |
Don’t be macho Don’t be matronly or weak Don’t be overly girly or silly |
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Helpful
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We genuinely want to help solve a customer’s problems |
We genuinely want to help solve a customer’s problems"
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Don’t sound overly friendly"
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Innovative
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We love to find new ways to provide innovative solutions that satisfy our customer’s needs |
Be creative, new and original Be resourceful and imaginative Show you are an expert and be leading edge |
Don’t be too familiar Don’t be dull or pedantic Don’t be the same as everyone |
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Corporate, Professional
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Established
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Upscale
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Personable & friendly
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Modern or high tech
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Cutting Edge
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Accessible to all
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Classic and Traditional
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